Playboy billboard OK, says authority

2012-01-16 08:23

Playboy South Africa may erect a billboard of a half-naked model because it does not differ from what people see in magazines.

The Advertising Standards Authority (ASA) has come to this conclusion after complaints were received that a billboard solicits promiscuous behaviour and was erected in a neighbourhood where children are exposed to it.

Model Tracy McGregor appears on the billboard in black lace lingerie with the words “Playboy Playmate Parties” next to it.

One of the billboards was erected next to Barry Hertzog Avenue in Johannesburg.

The ASA is not making a ruling on the acceptability of this magazine, but only regulates the ad content, the body said in its ruling.

The ASA found that McGregor is not depicted in an explicit way and therefore no reasonable person will deduce from the advertisement that she is portrayed as inferior or seen as an object.

Because she is not depicted explicitly and sexually, the advertisement will also not be harmful to children.

According to the finding, children will not find the advertisement any more surprising than the photos of lingerie models in magazines or people on the beach.

Charl du Plessis, editor of Playboy South Africa, thinks a “rubicon for liberal thinkers was crossed with this decision”.

“South Africans are in many ways still too hypocritical. That which was on the billboard, is something that everyone thinks and speaks about. People are still too cautious because of what others might think.”

The billboard has since been removed.

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